Best youth ad campaigns

And even though Castle and Klipdrift never set out to appeal to the youth, they quite obviously did with their uniquely South African messages. All in all, the tone of the awards verified what South African marketers have been aiming for: a loyal audience. And if we entrench it now, the future market is a reliable jackpot, according to Hot Dogz Inc, which does the research for the awards and organised a two-day conference in Johannesburg to unpack brand issues around reaching the youth.

This time around, 3000 young South Africans were invited to judge from all corners of the country through schools, universities and a Ster Kinekor call for judges. They shortlisted over 1000 nominated pieces of youth-focused advertising and marketing, (TV, radio, print, experiential), then judged the best in four entry categories across three age categories: Tweens 8 -13, Teens 14 -18, Young Adults 19 - 23, in over 20 judging sessions in six regions.

Unpredictable

Certain brands doggedly uphold that they don't advertise to 'youth' and therefore cannot be awarded for it. One brand has even threatened to sue the awards if their finalist status is made public, said the organisers.

So, what's going on? Well, corporate-, regulatory- and international pressure, that's what. Some brands' local and international 'corporate policy' disallows them from marketing to under-18s, and, of course, other brands' activity is actually legislatively regulated. Others have said that they actively avoid making ads that appeal to anyone younger than 21, and definitely under-18s. There are obvious, and topical, regulatory concerns from some alcohol brands - who have responded to the Khuza results with everything from indifference to indignation, to aggression. But even some fast food companies say they don't market to kids or teens (what are kiddie meals about?). Some cellphone companies are saying the same... the organisers' response is: "Come on, does any 30-something really want to become best buddies with a meerkat?"

Yes, younger tastes can be unpredictable; the Khuza results confirm that. But in many cases, marketing campaigns are clearly made to appeal to under-21s. And even when communication is primarily targeted at 20-somethings, marketers often know full well that it's going to have teen appeal. So, why the head-in-the sand syndrome?

"There is a real onus on marketers to rise to the challenge of creating compelling communication that is also responsible," says youth marketing expert, Liesl
Loubser and Hot Dogz CEO. "If they keep doing what they're doing (and pretending they're not), we run the risk of the industry being regulated by government rather than by itself."

All the Khuza Awards winners:

Top 10 for teens television

Vodacom Vodafone Live - You Sexy Thing
Adidas - Impossible Field
Doom - Dancing
Polka - Series
Sprite - Wiggaz
Doritos - Doritos Party
Lays - Perfect Moment
Volkswagen Golf GTI - Beat
Citroen - The Dance
Corsa Lite - Car guard

Top 10 for young adults television

BP - Beyond Petroleum
Kulula.com - Frikkie
Vodacom Vodafone Live - You sexy thing
Lotto - Lizzy
Virgin Atlantic Airways - Love Story
Polka - Sirius
Volkswagen Golf GTI - Beat
Doritos - Doritos Party
Nandos - Climb the corporate ladder
Kulula.com - Bushman